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Title: Breakthrough or one-hit wonder? Three attempts to replicate musical conditioning effects in advertising
Authors: Vermeulen, Ivar
Batenburg, Anika
Beukeboom, Camiel
Smits, Tim
Issue Date: Jun-2014
Conference: ICORIA location:Amsterdam date:27-28 June 2014
Abstract: Three studies replicated a seminal study on the use of music in advertising (Gorn,
1982), testing whether liked (vs. disliked) music affects preferences for a shown
(vs. different) pen through single-exposure conditioning. Experiment 1 employed
the music originally used and hypothesis-aware experimenters. Experiments 2 and
3 employed hypothesis-blind experimenters. Experiment 3 employed
contemporary music. Experiments 1 and 2 (N=158, 190) showed no evidence for
musical conditioning of pen choice, and were qualified (conclusive) replication
failures. Experiment 3 (N=91) reproduced original effects with significantly smaller
effect size. Aggregated, the three studies produced a null effect.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Institute for Media Studies

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